Inox’s MX4D to be an immersive experience, says Alok Tandon

MX4D seats comes with 10 in-seat effects like neck-tickler, leg-tickler, air blast, water blasts and many more things, says Alok Tandon, CEO, Inox Leisure Ltd. During a candid chat with Swati Khandelwal, Tandon said that besides metros, the theatre will also be rolled out in tier-II and tier-III cities. 

Excerpts: 

What’s the speciality of this MX4D theatre and how it is different from other theatre types? 

We are quite proud and excited about launching MX4D in India. It is the latest technology that provides a totally evolved and immersive experience. It comes with 10 in-seat effects that are totally patented like neck-tickler, leg-tickler and it throws air blast and water blasts on your face among others. Apart from this, the atmospheric effects on the walls of the theatre like thunder, lightning, snow, spray and fog will entertain complete family - from a child to elderlies. Interestingly, we have received good feedback to date. 

Update us on your plan for new launches in the next two quarters?

We have several plans but can’t inform you about the numbers and will let you know when we launch these theatres. But will like to inform you that MX4D experience will be launched in tier-II and tier-III cities as well.  

What is the average ticket price for this theatre? 

See, the technology always comes at a cost and our pricing policy since the start has never revolved around that we need to get this price. We always price ourselves as per the cost structure of the property and the paying propensity of the people. So, the ticket price will be changed in accordance with the place where it is being offered, i.e. a metro or a tier-I or tier-II city. 

What would be your incremental revenue from these types of theatres in FY20?

See, we have started with it and at the global level, we have seen that the occupancy level of these theatres is more than that of the general theatre. So, we are hoping that people will come here and enjoy them. Hence, our experience suggests that people are coming to the window and are willing to see films at MX4D theatre.